P. Diddy says his new fragrance is “luxury juice”.

The scent, Unforgivable Multi-Platinum, will cost $65 for 2.5 ounces – $10 more than his first fragrance Unforgivable.

He says the “luxury grade of juice” justifies the price tag.

In the world of fragrances, perfumes and colognes, the actual products we use are based on ‘the juice’. There are different grades of ‘juice’. “This is the luxury version. I’m in the luxury lane now.”

Diddy says his latest fragrance will only be available for a limited period.

“I’m definitely attracted to something that won’t be around a long time.”